The Krombacher fan shop: both a profit center and a brand asset

With an annual output of over 7 million hectoliters, Krombacher Brauerei is Germany's largest privately owned brewery. In addition to Krombacher Pils, there are a number of other successful products under the Krombacher name. Furthermore, Krombacher Brauerei holds the distribution rights for brands such as Schweppes, Vitamalz, and Dr. Pepper.

As part of the realization of a digital experience platform for the Krombacher Brewery Group, Basilicom implemented the Krombacher fan store based on Pimcore's e-commerce framework and seamlessly integrated it into the brewery's digital brand experience.

Pimcore Gold Partner
Rozwiązanie Pimcore
  • Krombacher-Fan-Shop
Partner Pimcore
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Customer Key Facts

862
Mio. Euro Turnover
974
Employees
7
mio. hl annual output
Challenge

Seamless e-commerce integration plus SEA and SMA initiatives

As part of its digitization initiative, the Krombacher Brewery Group wanted a white label-capable e-commerce solution. This needed to be integrated into the Krombacher digital platform, where it would replace an existing online store. In addition to implementing the e-commerce framework based on Pimcore, the task was to use interfaces to integrate both the payment service provider and the fulfillment service provider, Avarto Bertelsmann. After the launch, Basilicom was also tasked with optimizing the store’s visibility and performance with a comprehensive initiative using search engine marketing (SEA) and social media advertising (SMA).
Solution

White label-capable e-commerce solution — integrated into the Krombacher digital experience platform

To create the Krombacher fan store, Basilicom was able to draw on a number of existing assets. For example, in the course of developing a digital experience platform for Krombacher, we had already implemented a white label-capable content management system (CMS) with a design system based on Atomic Design. Its module library now enabled us to use numerous frontend modules and efficiently add new store modules as required. We had also already implemented a product information management system (PIM) and connected it to the merchandise management system. This meant that the product master data for the fan shop was already available in the system and could be directly supplemented with marketing content. In addition, digital asset management (DAM) enables easy maintenance and management of all product assets. Finally, the implementation of a comprehensive e-commerce tracking system became the basis for a post-launch performance marketing initiative.
Results

The Krombacher fan shop as a profit center and genuine brand asset

With the new fan store and the e-commerce framework’s integration into the digital platform, we created a true brand asset for Krombacher. By purchasing products in the Krombacher Fan Shop, the brewery’s customers can express their brand loyalty. And they do — the digital shopping experience, seamlessly embedded in the brewery's digital brand world, has been extremely well-received. In its first year alone, the store saw sales increase by over 60 percent. The conversion rate of 7 percent further demonstrates how attractive the offers are for the brewery's site visitors. In addition, successful search engine marketing and social media advertising show that the store is ideally suited as the first digital touchpoint of a Krombacher Brewery digital brand experience.

Key Results

60%
turnover in online sales
+7%
Increased conversion rate
+100%
Integrated Experience
14
Brands

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